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Some briefs don't ask for a video. They ask for a system. For Mercado Libre, across 14 countries, we built one — a motion engine that produces endless branded content at scale, without losing control.
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Directed & Produced by Plenty
Client: Mercado Libre
Country: Latam
Year: 2025
A Brand Content Engine is a production system where motion, CG, and code work as one — turning a brand identity into an infinite, self-consistent content machine.
01 — The Concept
Not a campaign.
A system that makes campaigns.
The Brand Content Engine is a concept developed at Plenty within our Living Identities framework. Instead of producing finished videos, we design the system that generates them — encoding a brand's motion behavior into a living production tool.
02 — The Challenge
1 brand. 14 markets. Infinite content needs.
Mercado Libre doesn't run one campaign. It runs hundreds across countries, currencies, product categories, and sales events. The challenge was never creative. It was systemic.
03 — How It Works
CG, compositing, and code — fused inside After Effects.
The engine combines three layers that usually live apart. Together, they let any team produce on-brand video by adjusting parameters rather than rebuilding scenes.
/ 01
CG Universe
A fully rendered 3D world — products, boxes, conveyor belts, environments — built as modular, swappable assets.
/ 02
Compositing Layer
Post-production logic that automatically assembles renders, titles, and prices into finished frames.
/ 03
Code Layer
Scripting inside After Effects that drives personalisation — language, currency, product, format — fully responsive.
04 — Control at every level
Complexity built in. Simplicity on the surface
Too many elements? In a couple of clicks, the system simplifies itself, prioritising what matters for each market and each moment — without breaking visual coherence.
04 — Hero Detail
One hero asset. Every category, every season.
The conveyor belt isn't a background — it's a hero CG detail engineered to transform. Its finish, texture, and quality shift to match each product category and each seasonal event, from everyday deals to Memorial Day. One asset, re-skinned by the engine, was never rebuilt.
04 — Render Tests
The CG universe behind the engine.
A selection of renders, frames, and tests from the production pipeline that powers the system.
Disclaimer: The audiovisual assets featured in this case study were developed exclusively for conceptual and demonstrative purposes to illustrate the scope of our Brand Content Engine.
Without a system
Every asset animated by hand, one by one
Visual consistency depends on individual talent
Each market re-solves the same problem
Scaling means multiplying cost and time
Brand control erodes with every new version
With the engine
Thousands of variations from one logic
Consistency built into the system itself
Built once, deployed across all markets
Scaling is a setting, not a new production
Brand behaviour is locked and protected
Can you imagine how a “Brand Content Engine” would look for your brand?
Share your ideas with us!
Credits
Executive Creative Director: Mariano Farías
Creative Directors: Javier Eyherabide, Francisco Capuzzi
Executive Producer: Gladys Esquivel
Coordinator: Marina Dominioni
Art Directors: Javier Eyherabide, Francisco Capuzzi
Design: Nicolas Reyna, Mauro Bressan, Kleberth Gomez, Leonardo Martin
Animation Director: Hernán Estevez
Animation: Pablo Ferreiro, Juan Ignacio Garay
Compositing: Maximiliano Lagraña, Nicolas Pellegrino, Sebastian Pellegrino
Music: Matias Schiselman